The document discusses emerging priorities, strategies, and business models for the meetings industry based on a global strategic foresight study conducted from 2009 to 2011. It highlights key challenges such as demographic shifts, technological advances, and increased competition that will impact the industry. The presentation outlines strategies for venues, destinations, and event organizers to address these challenges through 2050, including greater personalization, knowledge capture, collaboration, and demonstrating economic and social value.

1. Emerging Industry Priorities,
Strategies and Business Models
IMEX Frankfurt
May 25th 2011
Rohit Talwar
CEO – Fast Future
rohit@fastfuture.com
www.convention-2020.com

2. Convention 2020
• Global strategic foresight study to help the meetings industry prepare for
the decade ahead - Industry-wide sponsors
• Multiple outputs Nov 2009 – December 2011
• Current studies on future strategies for venues and destinations

3. Growth is not Guaranteed
Image source: Piper Report

4. Thinking is Back in Fashion
Image source: Einstein.yu.edu

5. Demographic Destinies
2 billion more people in 40 years –
Demographics is Driving Economics
448 739 691 5231
344
1998 4157
729 1030
585
2010 2050 Source : United Nations

6. Generational Diversity
Lifespans are Increasing
Developed economy ‘under
50’s’ have 90% chance of living
to 100.
Aubrey de Grey suggests we
could live to 500 or 1000
What are the implications for
event design?
What kind of opportunities will
be created?
Image source: ted.com

7. Business Model / ROI Innovation
Free or Fantastic
Image source: eholidayindia.com

8. TMT – Convergence and Immersion
Telephony Connectivity
• Voice • Cellular
• Messaging • Up to 14 bands
• SIM card • WLAN/BT
• Phonebook • GPS
• Ring Tones • NFC
• Security • FM
Data/ Multimedia
Enterprise • Camera 8-16M
• 100Mbps • Camcorder
• Email • 24M Color Display
• IMS • Memory (160GB)
• Browsing • Multiformat A/V
• HD Video/TV out
• VPN
• Games
• PIM
• Ecommerce
Software (50-100M Tps)
• Protocols • DRM
• Payments
• Middleware
• Applications
• User Interface
• Minimize fragmentation

9. Augmented Reality / Heads Up
Image sources L-R: image-acquire.com/
gawker.com / gizmag.com

10. Gesture Interfaces / Tag and Buy

11. Ambient Intelligence

12. Our Personal ‘Ecosystems’ Will Evolve
Brain- Fully
Computer Mapped
Interfaces Personal
Genome
Memory
Capture / Body Area
Enhancement Network
Image sources clockwise: rdn-consulting.com / scientificamerican.com / athena-gatech.org / media.mit.edu

13. Barriers to Effectiveness
What do you consider are the biggest problems today that stop conferences and
exhibitions from being fully effective?
13
697 respondents (03/10) No. of Respondents

14. Factors influencing the decision to
attend in 2020 (03/10)
Imagine your life in 2020, what are the factors that would encourage you to attend
live events such as conferences and exhibitions?
% of Respondents
14

15. Less but Bigger?
By 2020, compared to today, I expect there to be fewer but larger
conferences and exhibitions covering wide topics, industry
sectors, or "communities of interest" - with less choice of which events to
attend, but much more choice within the events themselves.
15
Image source: Qatar National Convention Centre 1085 respondents

16. More, Smaller and Specialized?
By 2020, compared to today, I expect there to be a greater choice of many
more smaller, highly specialized conferences, exhibitions and meetings -
there will be much more competition from events wanting me to attend.
16
Image source: imageshack.us 1090 respondents

17. New Pricing Models
By the Year 2020 In order to attract the right sort of participants,
conferences and exhibitions will have to offer strong price incentives (e.g.
free attendance, subsidized travel to "buyers", sponsors pay for key
senior delegates to be present).
17
Image source: suncalnmecondev.com 1087 respondents

18. Pay as You Go
In 2020, participants at conferences and exhibitions will pay according to the
returns they obtain from attending - e.g. sales appointments booked, individual
education sessions attended. Organizers will have to guarantee
quantifiable "returns on investment". Simply paying a flat fee to attend or exhibit
will decrease in frequency.
18
1082 respondents

19. Private and Exclusive
In 2020, conferences and exhibitions will be far more "private" than they
are today. Only properly qualified and pre-invited participants will be
allowed in. There will be far more security checks and pre-qualifying
conditions for many events.
19
Image source: freevegasclubpasses.com 1084 respondents

20. Open to All
Conferences and exhibitions will be far more open and wide-ranging in terms of
who is allowed to participate than they are today, bringing together any
individuals who have any interest or involvement in the topic being
covered. Event marketing will deliberately be designed to attract anyone who can
add any value to an event.
20
Image source: about.com 1075 respondents

21. Increasing Commercial
Opportunities greater opportunities
In 2020, conferences and exhibitions will include far
to sample and purchase products and services than they do at the
moment - there will be vastly more business opportunities at conferences
and exhibitions than there are today.
21
Image source: walyou.com 1086 respondents

22. CEED Slovenia – Engaging
Gen Y and Z Entrepreneurs
Image source: ceedslovenia.org

23. Global Franchise - TED
Image source: blog.sustainable.org http://www.borev.net/imf.jpg

24. Event Camp Twin Cities
The Audience are the Event
Image source: ready2spark.com http://www.borev.net/imf.jpg

25. Embrace Collaboration –
Design e.g LIFT
Image sources: ldailymotion.com / liftconference.com http://www.borev.net/imf.jpg

26. Embrace Collaboration –
Events e.g Gastro
Image source: gastro2009.org http://www.borev.net/imf.jpg

27. Food Service Network
Total Immersion
Image source: foodservicenetwork.nl

28. PCMA Learning Lounge
Image source: jeffhurtblog.com

29. Personal and Immersive
e.g. Globe Forum Silent Conference
Image source: sustainablecitiesnet.com

30. Innotown – Simple and Slow
Image source: innotown.com

31. Trade Show Innovation
• Routes /
Network
• Health Industry
Distributors
• United Food
Processors
Image source: Imex

32. Food Inspiration - 1
Reinventing the Trade Show
Image sources: lovelovemodo.comlisstree.com / thechefalliance.com

33. Adelaide Convention Centre
Creating Experiences
http://www.borev.net/imf.jpg
Image source: Adelaide Convention Centre

34. Food Inspiration - 2
Pop-up Events
Image source: Foodreflection.nl / sre.nl

35. Event Design Priorities 2011
Extend use of Increase Retain existing
social media networking sponsors and
around an event opportunities exhibitors
Image sources: gadgetheat.com / lab.77agency.com / everyjoe.com

36. Association Event Priorities 2011
Demonstrate Differentiate Identify benefits /
event benefits to events in the proof of value for
potential face of increased sponsors and
delegates competition exhibitors
Image sources: expertaccess.cincom.com / michael.hightechproductmanagement.com

37. Event Agency Priorities 2011
Attract new Maintain the Maximize
customers existing customer delegate
base satisfaction
Image sources: successpropublications.com / 1stwebdesigner.com / philipgraves.net

38. Destination Priorities 2011
Find differentiators Use web /social Prioritise key
in the face of media more to events, industries
intense promote the and associations
competition destination to target
38
Image sources: lab.77agency.com / michael.hightechproductmanagement.com / 4.bp.blogspot.com

39. Venue Priorities 2011
Provide free Create lower More flexible
broadband cost operating service offerings to
wireless access models meet customer
demand
39
Image sources: trustedreviews.com / berlin-airport.de / freshminds.co.uk

40. Event Management Strategies 2015
Greater focus Stronger focus Increased
on capturing on emphasis on the
the knowledge personalization overall ‘meeting
generated at and maximizing architecture’ to
an event individual ensure delivery
learning against objectives
Image sources: gadgetheat.com / msnbcmedia2.msn.com / simonblog.com

41. Alternative Event Business Models 2015
Presentations All sessions Sponsorship
streamed live to available on a based on level of
the web pay per view interest or actual
basis after the business
event generated
Image sources: telepresenceoptions.com / addmetocart.com / skylinetradeshowtips.com

42. Event Agency Strategies 2015
Develop solutions Look more like Focus on
which help clients management developing a deep
capture and re-use consultancies – understanding of
the knowledge providing a range of client business
generated at additional consulting strategies and
events and research services priorities
Image sources: images8.cpcache.com / sairamenterprise.com / technicalmanagementinstitute.com

43. Destination Strategies 2015
Show ROI for Show longer More
event term contribution extensive
owners/delegates to economic data mining
development
Image sources: skylinetradeshowtips.com / dirtcheapgeo.com / backtothefuturetrading.com

44. Venue Strategies 2015
Offer full AV Offer a full Full e-solution
package meeting planning to event
service to help organisers
attract events
44
Image sources: telepresenceoptions.com / gmwda.gov.uk / bp.com

45. Venue Business Models 2015
Grow leisure Outsource Create new
and retail to management to events alone
diversify third party or with
revenues specialists partners
45
Image sources: businessweek.com / wcafamily.com

46. Technology Gets Personal
By 2020 all conferences and exhibitions I attend will offer a totally
personalised experience, tailor-made to my needs, and offering
whatever technological tools are needed to make the event fully
interactive so I can engage with and influence the content of the event.
46
Image source; crazyapplerumors.com 1093 respondents

47. Total Customization
In 2020, the personal comfort of attendees will be much more important to
organizers than today. Individuals will be able to obtain personalised menus at
meals, there will be many options for entertainment and relaxation, e.g.
customized seating. Organizers will make far better use of information about
individual attendees than they do today.
47
Image source: lovelovemedo.com 1093 respondents

48. Knowledge is the New Capital
In 2020, almost everything that happens at events will be measured and stored as
useful data for organizers and participants to use in real time, including sessions
that individuals attend, interactions between attendees, appointments that are
made and the educational and business interests that individuals express (before,
during and after the event).
48
Image source: lonewolflibrarian.files.wordpress.com 1084 respondents (03/10)

49. Drivers - Emerging Challenges
Strategy Design Delivery
Business Develop Top Knowledge is
Positioning Talent the new
Sustainability Lean Capital
– Plan for Thinking Embrace
Uncertainty Business Collaboration
Economic Model / ROI Personal /
Return Innovation Immersive
Out-think the Service Generational
Competition Innovation Diversity

50. Business Positioning
Basic Fast Strategic
Model Follower Innovator
Low
Cost No
Frills
50

51. Economic Return
Or
Image sources: tourismthailand.org / physics.dit.ie

52. Out-thinking the Competition
52
Image source: blogs.smh.com.au

53. TeliaSonera TelePresence
Meetings Stockholm-Helsinki
• Number of meetings: 464
• Reduced number of journeys: 1.392
– 500,000€ in travel costs
• Saved working time: 40 months
• Reducing carbon dioxide emissions by: 169,000 kg
53
Image source: Telia Sonera

54. Competition - Meeting Models
Source: Tandberg

55. Country / City Welcome
Image source: Australiantravelclub.co.uk

56. Sector and Country Targeting
Image source: prwatch.org

57. Ambassador Programmes
Image sources: conventionedinburgh.com / visitbrighton.com

58. Authentic Experiences
Image source: roryandjamie.files.wordpress.com

59. Convention 2020 - Conclusions
• Demand will hold up
• Innovation required in
formats, business models,
capability and technology
• Focus on ‘enabling business’
• Personalisation is key
• ‘Total sustainability’ agenda
Image sources: mrcheckout.net / topboxdesign.com

60. Next Steps – June – Dec 2011
• Venue Strategies
• Destination
Strategies
• Technology
Timeline
• Association Events
• Corporate Events

61. Next Steps – How Can You Get Involved?
• Future Reports – Give us Feedback
• Take part in Pulse Surveys
• Contribute Expert Papers
• Run / Host a Workshop / Survey
• Student Essay Competition
• Suggest Research Topics - tell us what you’d like to see
• Ask about the sponsorship benefits
rohit@fastfuture.com www.convention-2020.com

62. Fast Future – Meetings Industry Services
• Briefings and workshops for executive
management and boards of venues, CVB’s and
associations
• Customised research on trends, technologies
and new markets
• Development of strategies and business plans
• ‘Deep dives’ on key trends and technology
developments
• Consultancy and workshop facilitation on
innovation and new business models
62

63. Fast Future
• Research, consulting, speaking, leadership
• 5-20 year horizon - focus on ideas, developments,
people, trends and forces shaping the future
• Clients
– Industry Associations – ICCA, ASAE, PCMA, MPI
– Corporates - GE, Nokia, Pepsi, IBM, Intel,
Samsung, GSK, SAP, Orange, O2, E&Y, KPMG,
Amadeus, Sabre, Travelport, Travelex, ING,
Santander, Barclays, Citibank, DeutscheBank
– Governments - Dubai, Finland, Nigeria,
Singapore, UK, US
– Convention Bureaus – Seoul, Sydney, London,
San Francisco, Toronto, Abu Dhabi, Durban,
Athens, Slovenia, Copenhagen
– Convention Centres – Melbourne,
Adelaide, Qatar, QEIICC
– Hotels - Accor Group, Preferred,
– Intercontinental
– Congrex, Kenes
– Aeroports de Paris / Schiphol Group

64. Future Convention Cities Initiative
• Cities that want to be at the leading edge of delivering business events
• Focus on maximising long term economic benefit of events
• Research, sharing of expertise and best practices
• Meet four time a year
• Initiated and co-ordinated by Fast Future

65. Hotels 2020: Beyond Segmentation
Objectives
• Identify change drivers and
key success characteristics
for the globally branded hotel
sector over the next decade
• Examine the implications for:
– Hotel strategy
– Brand portfolio
– Business models
– Customer targeting
– Innovation

66. Rohit Talwar
• Global futurist and founder of Fast Future Research.
• Award winning speaker on future insights and strategic
innovation – addressing leadership audiences in 40 countries on
5 continents
• Author of Designing Your Future – Published 08/2008
• Profiled by UK’s Independent Newspaper as one of the Top 10
Global Future Thinkers
• Led futures research, scenario planning and strategic
consultancy projects for clients in telecommunications,
technology, pharmaceuticals, banking, travel and tourism,
environment, food and government sectors
• Clients include 3M, BBC, BT, BAe, Bayer, Chloride, DTC De
Beers, DHL, EADS, Electrolux, E&Y, GE, Hoover, Hyundai, IBM,
ING, Intel, KPMG, M&S, Nakheel, Nokia, Nomura, Novartis,
OECD, Orange, Panasonic, Pfizer, PwC, Samsung, Shell,
Siemens, Symbian, Yell , numerous international associations
and governments agencies in the US, UK, Finland, Dubai,
Nigeria, Saudi Arabia and Singapore.
• To receive Fast Future’s newsletters please email
rohit@fastfuture.com

67. Designing Your Future
Key Trends, Challenges and Choices Facing
Association and Nonprofit Leaders
• 50 key trends
• 100 emerging trends
• 10 major patterns of change
• Key challenges and choices for
leaders
• Strategic decision making
framework
• Scenarios for 2012
• Key futures tools and techniques
• Published August 2008
• Price £49.95 / €54.95/ $69.95
• Email invoice request to
rohit@fastfuture.com

68. Our Services
Bespoke research; Identification &
Analysis of Future Trends, Drivers &
Shocks
Public Speaking, In-
Company Briefings, Accelerated Scenario
Seminars and Planning, Timelining &
Workshops Future Mapping
Personal Futuring for
Leaders and Leadership Expert Consultations &
Teams Futures Think Tanks
Identification of
Design & Facilitation of Opportunities for
Innovation, Incubation Innovation and Strategic
& Venturing
Programmes Strategy Creation & Investment
Development of
Implementation
Roadmaps

69. Example Projects
• Public and private client research e.g. :
– Convention 2020 – the Future of Business Events
– Future Convention Cities Initiative – Maximising Long-term Economic Impact of Events
– One Step Beyond – Future trends and challenges for the events industry
– Hotels 2020: Beyond Segmentation – Future Hotel Strategies
– The Future of Travel and Tourism in the Middle East – a Vision to 2020
– Future of Travel and Tourism Investment in Saudi Arabia
– Aviation and Airports e.g. Aviation 2030
– Scenario Projects – Migration 2030, Future of Narcotics, Chemical Sector, Family 2030
– Scenarios for the global economy for 2030 and the implications for migration
– Designing Your Future (Published August 2008) – book written for the American Society
of Association Executives & The Center for Association Leadership
– Global Economies – e.g. The Future of China – the Path to 2020
– The Shape of Jobs to Come – Emerging Science and Technology Sectors and Careers
– Winning in India and China
• Strategic advice to industry players
• Confidential advisory and coaching services to CEOs and top teams
• Public speaking at public conferences and in-company events
• Future thinking workshops and retreats

70. Example Clients